FREE Digital Marketing Plan for Startups

1. Marketing Workshop How to make your Marketing Plan and Execute in a Bootstrapped Budget

2. Digital Strategy Process SOCIAL PRESENCE ONLINE Finalization of channels of communications Creation of Creative Concepts Creation of Content Calendar Market Research ONLINE BRANDING Creation of content – written, image, rich formats Measuring impact of the Digital Strategy on ongoing basis Optimization of the strategy based on performance measured Publishing of content LEVERAGING ON THE CURRENT CLIENT BASE

3. Let’s make our Marketing Plan

4. STEP 1: KNOW YOUR TARGET AUDIENCE

5. Marketing without knowing your customer is like driving with your eyes closed !

6. What’s Your TG’s Personality ● Where do they live? ● How old are they? ● Men or Women or both ? ● What profession are they in? ● What is their Job Title/ Designation?

7. Understanding your TG’s Behavior ● How do they search the internet when looking for your product and service? ● Are they present on Social Media? Which channels? ● How are they deciding whether or not to buy your product or service?

8. Who is TG ???? What do they do??? No clue ??? Don’t worry, you can do your own Market Research

9. Use tools like Survey Monkey , Google Forms etc. and circulate it within your family, friends, whatsapp groups, facebook etc.

10. DIY Primary Market Research | Case Study - Condom Company Live in Tier 1 and Tier 2 cities of India Audience: 68.83% Males & 31.17% Females Targeted Age Group: 25-34 & 35-44

11. How is the product purchase made ? 81.08% Lack Of Awareness 2.70% 2.67% We propose to connect the TG to the website by creating awareness around its USP, i.e., ● ● Discreet Delivery 2 Hour Delivery

12. How is the TG currently getting to know about it Strategies Incorporating Website Into Ads 44.59 ● Google Ad Campaigns OTT, Facebook And Other Social Media Campaigns Social Media Influencers 36.49 ● ● Insight: Website Awareness through Social Media Campaigns and TV Commercials should be used to bring the TG in our conversion funnel

13. Which is their most Preferred Protection 89.61% 89.47% Creating content and campaigns around the same will help generate more traction to the website.

14. All these insights and more, at ZERO Cost !

15. Other Free Ways of Knowing Your TG’s Behavior — Google Search Behavior Free Keyword Tools available online — — Social Media Behavior Secondary research available on the internet — Primary Research can be done as well — Focus Group Discussions — Within a group of 10-20 people who are part of your TG — — Don’t Neglect Offline Conferences — Networking events — Exhibitions — Direct Sales —

16. What all do we know by now about our TG? ● Demographics ● Factors affecting their buying decision ● Which online platforms will you find your TG ● What is their pain point being solved by your product / service

17. STEP 2: Effective Communication Strategy

18. Communicate with an understanding of your TG’s pain point and aspirations to build a connect Case Study ● Product - Infant Food ○ TG - Mothers of 0-2 years old ○

19. Mothers in our TG like to balance it all

20. Concept 1 -Moms take pride in balancing work and kids for which they need a support system to ensure a healthy baby. (xyz) Infant Food is their support system.

21. Nutrition Value is Key

22. Concept 2: Moms look for Nutrition + Brand as a major deciding factor. Bringing out the nutritional elements along with an emotional aspect to the brand. Communicating points which show Nutrition: ● Contains DHA that supports baby’s normal brain development ● Also contains Whey Protein, Vitamin A, C, D, Iron and Zinc for a complete healthy growth (xyz) Infant Food is great mix of Nutrition with the credibility of a Brand

23. Build Content That Builds Trust ● Talk in the language of your TG ● Be relevant with the times ● Use online tools to create good images and videos for free - Canva, Pexels, Powtoon

24. Effective Communication Strategy Created and Executed at ZERO Cost !

25. What do we know about Communication to our TG? ● What to communicate to our TG ● How to communicate with our TG ● How can we create the communication for free, and still make it effective

26. STEP 3: REACHING TO OUR TARGET AUDIENCE

27. Partnerships ● Other bloggers ● Communities ● Whatsapp Groups ● Reach influencers who relate to your story ● Don’t Neglect Offline ○ Conferences ○ Networking events ○ Exhibitions ○ Direct Sales

28. Beauty of Online Ads - Spend what you can ! ● Sample Target for Infant Food Product ● With a small budget: ○ Easy to Target ○ Easy to Optimize

29. What do we know about Marketing and Promotion ● What our TG’s needs are, where to find them ● How to communicate to them effectively ● How to reach them

30. What’s left to do? ● To just keep doing it. Learning and Doing. Consistently.

31. A year from now, you'll wish you had started today - Karen Lamb

32. All The Best ! www.whisskers.com